We started by building an MVP website, consisting of a value proposition and signup form. We took that idea to preparedness expos to begin learning from our target customers.
Across three expos we went from a 10% sign up rate to 85%! We discovered what was valuable in the minds of our customers, as well as the best way to communicate that value.
In just a few months of, mostly, passive marketing we generated over 4,000 signups, and over 15,000 social followers. The next phase is to repeat the same process for MSP's premium (paid) value offering.
It's worth noting that, in validating this idea, we also tested audience scalability. MSP has been featured in National Geographic, Doomsday Preppers, Reader's Digest, La Nacion, American Prepper's Network, and more!